Developed by Leo Burnett's Orchard Advertising, the spot features the emotional story of a small town Indian consumer embarking on his first air journey.
Orchard's national creative director, Thomas Xavier, said: "We wanted to show Air Deccan's agenda -- how the airline was changing the face and fortunes of small town India by enabling Indians to fly by air. The idea was to demonstrate the airline's vision of catering to the aspirations of average Indians."
Orchard's national creative director, Thomas Xavier, said: "We wanted to show Air Deccan's agenda -- how the airline was changing the face and fortunes of small town India by enabling Indians to fly by air. The idea was to demonstrate the airline's vision of catering to the aspirations of average Indians."
Starcom struck a deal with seven national TV channels to air the ad at a fixed time over four consecutive days. The airing was treated as a movie premier, with extensive pre-release publicity.